We all have different strategies in building our champions. As Morg main, i use her in the mid lane (mostly) and if not lucky i play supp. ever since Zhonyas got too pricey, i dont prioritize building it or its optional.
As for mid, i got directly for Ludens since i can farm enough golds with Tormented Soil, then followed by Rylai's. If i am dominating the lane, i dont need Zhonyas, for i can rely on my Black Shield for the incoming damages. Also, when you have black shield you can engage in team fights and position better (with help of boots of swiftness) when they start running away from the Soul Shackles.
support on the other hand, I base Frostfang and Boots of Swiftness and go directly for Rylai's before completing frost queen. I dont need zhonya's knowing that my adc is behind me while im doing the poke and stuns.
Late game, you start melting HPs and Void Staff will help. If the enemy team is too tanky, that's when i decide to take Zhonyas. If not tanky, I go for Abyssal for more shredding. Again, i just rely on black shield when engaging. With boots of swiftness, flash, QW and Rylais, enemy team cant catch you when their HP starts shredding and your team is there for the clean-up.
So basically, im not saying to ditch zhonyas but go for knowing your position in game and start gauging your options. Morg, can just combo someone with Q and W all you need to do is chase, go for the slow with help of items and slowly follow them with your ult. Its annoying and brutal, basically its killing them softly, and you get to have some awesome play not just standing in stasis waiting for the enemy team to get away :)